For YouTube and We are Era this was a powerful brand representation. At the same time, the event offered partners and creators a stage for their content, while the audience experienced an energetic and memorable experience that fully demonstrated the versatility of YouTube.
YouTube Festival 20th anniversary
For the 20th anniversary of YouTube, We are Era commissioned a dynamic overall experience in the Amsterdam Arena. An evening where 1200 guests came together for a mix of music, sports, inspiration and entertainment.
Four content creators were central, each with its own corner and theme: Music, ASMR, Gaming and Sport. Four worlds, one event, dedicated to 20 years of YouTube.
From platform to Playground
YouTube's 20th birthday was all about one thing: the versatility of the platform. The result? A physical playground with four thematic worlds, each represented by a content creator who brought their category to life. The event was a grand festival in which sport, culture and music came together, as YouTube has been connecting these themes to its community for years. In addition to creative talks, visitors could also experience live performances by creators, making the diversity and influence of the platform tangible.
Experience Building
The experience only really came to life by the creators themselves. Visitors literally shopped through the departments, interacted with the content creators and discovered how YouTube's online versatility translates offline to direct interaction and inspiration. Retail elements, visual cues and energetic festival moments enhanced the effect, allowing brands and visitors to feel and experience the impact of the platform.
Our eye-catchers
The four pillars with integrated screens immediately attracted attention, with dynamic content projected per theme and each corner having its own look. The experience was enhanced with matching food stations in the style of Music, ASMR, Gaming and Sport, which seamlessly spanned concept and experience.
In addition, interactive tunnels provided extra magic. Upon entering, a tunnel led guests past a unique experience to receive their welcome drink, and the Route to Mainstage took visitors through another tunnel full of surprises and highlights. Boozed designed and realized this complete experience from concept to execution, making the guests an unforgettable journey through the event.
Project in figures
We are creative architects who bring your story to life with impact. Making brands visible and tangible.
4
content creators
20
year YouTube
1200
guests present
YouTube brought to life
Visitors were immersed in a dynamic world where YouTube came to life for twenty years. The Arena offered a mix of talk sessions, performances and entertainment, with shows by Armin van Buuren and Emma Heesters. Boozed translated the concept into a physical experience in which routing, visuals and interaction came together, so visitors of course flowed through the four themes.
Project manager Sifra looks back
YouTube 20 Years was a feast of creativity and experience. Four thematic corners, interactive tunnels and striking visuals brought the diversity of YouTube to life. From first sketch to delivery, we translated the overall concept into a physical experience where 1200 guests could discover, experience and inspire.